Are you looking for techniques to reduce churn rates for your SaaS Company? Are you struggling to maximize the potential of your customer success manager?
Before you consider the role of the customer success manager (sometimes called Customer Experience Manager), it is important to understand the definition. In some companies, the customer success manager is on the implementation team, which consists of technical account managers who oversee projects. In other companies, the success manager takes on a higher level position as an account manager who oversees ongoing customer relationships.
Whether your customer success manager fits the first or second definition of the position, the following factors will be an asset for creating customer success programs that deliver positive results.
The role of customer success or customer experience includes the following components:
1. Overall customer success.
A company needs to be involved in the entire customer life cycle right from post-contract and throughout the duration of their subscription period. An SaaS company will also create customer processes, programs, and best practices for proper utilization of their products, including deployment tips and a blueprint.
2. Voice of the customer.
An SaaS company is responsible for identifying and quantifying the key factors for customer success and then communicating them effectively to drive the product sales. These factors also contribute significantly in creating a successful product road map and efficient marketing services and messaging sequences. It is also essential to gather customer feedback through surveys, interviews, and focus groups in order to keep the customer base satisfied.
3. Community development.
A customer success manager works with multiple divisions of a company to design a community portal, which functions as a central stockroom for product information. The manager also encourages customer interaction and collaborates with marketing co-workers to run customer events.
4. Executive visibility.
SaaS company executive teams rely on customer experience dashboards that summarize the well being of the customer base. A customer success manager assists with this process by developing critical components to identify at-risk customers and establish a successful account management routine.
Customer success managers work with customers through many different facets of an organization. Typically their primary contacts are their critical key stakeholders, which can include individuals in sales management and sales ops as well as higher level executives and on occasion, IT staff. Managers collaborate with these staff members in order to achieve the following objectives:
- Establish deployment goals and success factors and then develop a plan to carry them out successfully.
- Conduct well being status calls on a regular basis to review their deployment status. Based on a customer’s personal temperament, this can result in moving them through a reference track or creating a remediation sequence to combat issues.
Additionally, customer success managers handle product training, which gives them the chance to network with their end users. This hands-on interaction is a valuable source of product input and is key for creating a set of best practices for start-up companies.
In order to keep customer churn at a healthy level, SaaS company customer success managers must pay close attention to product usage. Managers receive usage reports on a weekly basis that include information pertaining to customer logins. When usage levels are low, it is important to get in touch with customers to get to the bottom of their obstacles.
Now, let us know what role does your “Customer Success Manager” play in your company. Use the comments box below to post your thoughts/views.
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